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Dunkin’ is officially dropping ‘Donuts’ from its name. As of January 2019, the brand will be known simply as ‘Dunkin’’ and the name change is one of many steps Dunkin’ is taking to transform itself into a premier beverage-led, on-the-go brand.

The new branding conveys the company’s focus on serving coffee fast, while embracing Dunkin’s heritage by retaining its familiar pink and orange colours and font, introduced in 1973. From January 2019, the new branding will appear on exterior and interior store signage, packaging, in the company’s advertising, as well as on the website and social media channels.

“Our new branding is one of many things we are doing as part of our plans to modernise the Dunkin’ experience for our customers. From our next generation restaurants, to our menu innovation, on-the-go ordering and value offerings, all delivered at the speed of Dunkin’, we are working to provide our guests with great beverages, delicious food and unparalleled convenience,” says Dunkin’ Brands’ CEO and Dunkin’ US president David Hoffmann. “We believe our efforts to transform Dunkin’, while still embracing our incredible heritage, will keep our brand relevant for generations to come.”

“By simplifying and modernising our name, while still paying homage to our heritage, we have an opportunity to create an incredible new energy for Dunkin’, both in and outside our stores,” says Tony Weisman, chief marketing officer, Dunkin’ US.

As well as an updated name, recent initiatives have included a simplified menu, a greater emphasis on beverages like cold brew coffee, nitro coffee and iced teas, an increasing emphasis on on-the-go mobile ordering, and the introduction of Dunkin’s next generation design concept.